The global fast-food chain has pulled a Christmas advert created with generative AI following receiving significant criticism on social media.
The brief spot was produced via AI video tools and was initially published on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Viewer Reaction and Removal
Following its publication, commenters denounced the implementation of AI in the advert. Many labeled it "creepy" and "awkwardly stitched together".
"This incident is an key lesson as we examine the proper application of Artificial Intelligence," said a statement from the company.
The commercial was developed for McDonald's by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It depicted a series of situations that often go badly over the holidays, under the theme "not the most wonderful time of the year".
The Phenomenon of AI-Generated Ads
Commercials that feature generative AI have become a increasing phenomenon among large corporations, especially for the holiday campaign season.
- Another beverage giant has recently launched consecutive AI-generated Christmas ads.
- Inherent Limitations: Since segments produced using current AI video tools are more likely to distort the longer they run, most AI video outputs tend to be only short in length.
- Industry Concerns: The ad also sparked fears about automation in the advertising sector, with some critics stating it could negatively impact work for camera crews.
Defense from the Creators
After the ad being taken down, a producer's chief executive, Melanie Bridge, stood by the advert.
Bridge claimed, the creation took "seven weeks" and involved creating "countless iterations" which were then shaped during the edit "in the same way we would on any traditional production".
"This wasn't just an experiment," Bridge asserted. "It was a finished piece."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was predominantly panned, the response for some AI-assisted holiday ads has been divisive.
For instance, a consecutive AI-generated Christmas ad from Coca-Cola according to analysis garnered a significant "positive sentiment rating" from online commenters.
However, other businesses have likewise encountered backlash for employing AI in their campaigns. Italian brand Valentino, for example, was lambasted for advertisements that critics called "cheap" and "uncanny".
The incident underscores the ongoing debate within the advertising and production sectors about the balance between new tools and creative integrity.
